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Optimizing the Organizational Crisis Communication Portfolio


  • Elisabeth Nöhammer

    (UMIT TIROL – Private University for Health Sciences, Medical Informatics and Technology)

  • Robert Schorn

    (UMIT TIROL – Private University for Health Sciences, Medical Informatics and Technology)

  • Nina Becker

    (UMIT TIROL – Private University for Health Sciences, Medical Informatics and Technology)


Organizational reputation can be seriously damaged after a self-inflicted or externally induced crisis. Studies have tested the restoring and protective effects of various crisis communication strategies. For this paper, we compared the effects on organizational reputation dependent on (a) crisis type and (b) crisis communication strategy used. We combined six strategies in a stepwise manner, showing which ones are most effective in which type of crisis in an experimental online setting. Respondents were randomly assigned to questionnaires with varying combinations of (b) in a different sequence of (a) rating the organization for three points in time. Using a diverse sample, we show that organizational reputation improves significantly only after combining at least five strategies.

Suggested Citation

  • Elisabeth Nöhammer & Robert Schorn & Nina Becker, 2023. "Optimizing the Organizational Crisis Communication Portfolio," Corporate Reputation Review, Palgrave Macmillan, vol. 26(4), pages 304-319, November.
  • Handle: RePEc:pal:crepre:v:26:y:2023:i:4:d:10.1057_s41299-022-00156-6
    DOI: 10.1057/s41299-022-00156-6

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